How Spotify makes B2B marketing worth listening to - Bridget Evans

Spotify has become one of the world’s most distinctive brands, but what can marketers learn from the way it uses sound, culture and creativity to build emotional connection?

Bridget Evans, Spotify’s Global Head of Advertising Business Marketing, joins Jon Evans to explain why audio remains an underused marketing opportunity, and how brands can build an audio strategy people do more than simply hear: they remember it.

They discuss the return of the jingle, why taste may become an even more important differentiator in the age of AI, and whether younger audiences really have shorter attention spans, or simply higher standards for what deserves their attention. Bridget also shares how Spotify markets to Gen Z, the enduring impact of Spotify Wrapped, and why the company invests so heavily in Cannes Lions.

Timestamps

00:00 - Start

01:22 - Some things people might not know about Spotify

02:42 - Is audio the most underrated channel?

05:15 - Do people trust audio more?

06:58 - Why taste will become the differentiator in the age of AI

07:44 - How audio branding helps emotion

09:11 - How to get your audio strategy right

10:09 - Why we need to bring back more jingles